Li proves trump card for sponsors

An irrepressible mix of humour and personality could triumph as Chinese sensation Li Na gets set to overtake Russian rival
Maria Sharapova
in the multimillion-dollar sponsorship stakes.

The rise and rise of Li is nothing short of “incredible", says Martin Jolly, the Hong Kong-based Asia Pacific senior vice-president and managing director for sports and entertainment management group IMG.

“She’s got the market behind her because there’s no bigger market at the moment than China," says Jolly.

Her victory in the French Open last year was an important milestone in Asian tennis.

“Winning, in her case, I don’t think is everything," says Jolly of the 29-year-old from Wuhan who started by playing badminton and later broke away from a Chinese tennis federation that snaffles the bulk of players’ winnings and endorsements.

“She’s an individual, she’s loved in her country, she’s got a great personality, she has a great smile. Also she has a tattoo and all those things that make her an individual – and people respect her for that," he says.

Jolly predicts her earnings off the court will soon surpass those of her higher ranked counterpart on the women’s circuit, Sharapova.

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But Li’s success at the French Open and loss in the final of the Australian Open last year have also bolstered the reputation of China on the global sporting stage.

“I really think that in some way it symbolised China and validated its integration into world sports," says Jolly.

“There are only a few sports that are truly global and for her to win a grand slam was very good for the country.

“So if you’re trying to associate yourself with a brand and to break into the China market, there was no better attachment than to be associated with Li Na."

Li has engaged global powerhouse brands including Nike, Rolex, Häagen Dazs, Mercedes-Benz and Samsung, which are among her seven “significant, multimillion-dollar deals" that each spans three years, says Jolly.

Locally, casino operator
Crown
has enlisted Li to join its ambassador program, with Melbourne expected to host a record number of Chinese visitors during the tournament this year.

“Her global profile and specifically her popularity in the PRC aligned very well with our brand-awareness strategy, particularly considering the inbound tourism growth from the emerging middle class in China."

Jolly admits Li’s ability to transcend cultural barriers and resonate with such a large global audience is rare.

“She will transcend the sport because she’s a personality now as well and a wonderful brand to be associated with," he says.

“That is the rarity . . . that’s the thing that’s interesting about her: she’s got this incredible personality where she’s won over the world."

Hawkins agrees.

“Li Na is as professional as she is personable."

“Her sense of humour and character are equal to her dedication, and this is obvious to all who come into contact with her."

But the boom in tennis that she has inspired across the Asia-Pacific is helping other brands too, with Jetstar – sponsor of hometown star Sam Stosur – expecting to benefit as well.

“Asia is a key growth market for Jetstar and tennis is becoming extremely popular there," says Jetstar’s chief commercial officer, David Koczkar.

“Our association with Sam and our partnership with the Women’s Tennis Association is a key element of our marketing strategy in the Asia-Pacific region."